지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 저널정보
- 복식문화학회 복식문화연구 복식문화연구 제24권 제5호
- 발행연도
- 2016.10
- 수록면
- 600 - 616 (17page)
- DOI
- 10.7741/rjcc.2016.24.5.600
이용수
초록· 키워드
오류제보하기
The purpose of this study was to investigate the effects of power blog self- presentation and on-line shopping mall reviews on the word of mouth (WOM) effect and apparel purchasing behavior. Consumers living in Seoul and Gyeonggi received questionnaires. There were 303 usable forms that could be analyzed by descriptive statistics, factor analysis, Cronbach’s alpha, and regression analysis. The results were as follows: There was a significant effect of power blog self-presentation such as interactivity, media effect, and business intention on information acceptance through WOM. Power blog self-presentation, such as interactivity and business intention, affect information delivery by WOM significantly. There was a significant effect of review consideration, such as agreement, usefulness, enjoyment, and purity, on information acceptance of WOM. Reviews describing enjoyment, purity, and usefulness affect information delivery of WOM significantly. Business intention, media effect, and purity directly affect apparel-purchasing behavior, and affect the WOM effect as a mediator variable and then purchasing behavior. Whereas, interactivity, overstatement, and enjoyment affect the WOM effect as a mediator variable, and then affect overall purchasing behavior. Therefore, fashion firms consider active interaction with power blog visitors and promote the way of enjoying with fun through review of apparel on-line shopping mall when they try to implement viral marketing with WOM effect.
목차
등록된 정보가 없습니다.
참고문헌 (44)
참고문헌 신청
Reuben M. Baron / 1986 / The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. / Journal of Personality and Social Psychology 51(6):1173~1182
Baumeister, R. F. / 1987 / Theories of group behavior / Springer :71~87
Cho, M. -A. / 2009 / The effect of purchaser’s afternote of internet shopping malls on fashion shopping mall’s trust, satisfaction, commitment and repurchase intention
Gary Hackbarth / 2003 / Computer playfulness and anxiety: positive and negative mediators of the system experience effect on perceived ease of use / Information & Management 40(3):221~232
Thorsten Hennig-Thurau / 2004 / Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? / Journal of Interactive Marketing 18(1):38~52
Baumeister, R. F. / 1987 / Theories of group behavior / Springer :71~87
Cho, M. -A. / 2009 / The effect of purchaser’s afternote of internet shopping malls on fashion shopping mall’s trust, satisfaction, commitment and repurchase intention
Gary Hackbarth / 2003 / Computer playfulness and anxiety: positive and negative mediators of the system experience effect on perceived ease of use / Information & Management 40(3):221~232
Thorsten Hennig-Thurau / 2004 / Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? / Journal of Interactive Marketing 18(1):38~52
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